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851588_331306853680371_1545686735_nGet ready for video ads in your phone’s news feed.

Facebook announced today that it’s going to be allowing app developers who buy mobile app ads on the social network to embed videos in their advertising on Facebook’s mobile apps, which means that you’ll be able to watch a video before deciding whether or not you want to actually go download an app. While Facebook has been building in auto-playing video tech to its mobile apps, at least for now, the video ads won’t play automatically.

Even so, Seattle’s DoubleDown Interactive has had success with the ads while they were being tested.

“In our early tests, we found that using video in our mobile app ads resulted in increased install rates and decreased costs per install,” DoubleDown Chief Marketing Officer John Clelland said in a press release. “We’ve seen tremendous success with mobile app ads and are looking forward to using video to make them even more engaging with rich media like video.”

In addition, the company has rolled out Cost Per Action (CPA) pricing, so that you only have to pay Facebook when your ad actually turns into user acquisition. There’s no word on how the pricing for such ads compares to other pricing options, though.

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